Director, Member Growth & Engagement

About the Job

WQED Multimedia | Pittsburgh, PA (Hybrid)

Reports to: CEO and Fractional Chief Marketing Officer

Compensation: $90,000-$115,000, commensurate with experience

The Role

As Director, Member Growth & Engagement, you'll lead the strategy and execution that turns neighbors into members, members into active participants, and active participants into lifelong supporters.

This role sits at the intersection of:
• Digital marketing and fundraising
• Audience engagement and membership
• Data and customer experience
• Revenue growth and mission impact

The ideal candidate brings broad, hands-on experience in these areas and thrives as a collaborative doer: someone who enjoys doing the work more than managing others.

Working alongside WQED's growing marketing team, you'll build the systems, campaigns, and experiences that strengthen relationships with supporters throughout the entire member journey-from first interaction through renewal, advocacy, and long-term loyalty.

Remote work may be considered for the right candidate.

What You'll Focus On

1. Member Acquisition & Pipeline Growth
• Develop and execute strategies to attract new supporters across digital channels.
• Leverage first-party audience data to identify and convert high-potential prospects.
• Partner with external agencies and vendors to improve acquisition performance.
• Evaluate and scale paid media opportunities including search, social, display, streaming, etc.
• Work closely with marketing teammates to convert audiences generated through programming, streaming, events, partnerships, etc.
• Continuously improve cost-per-acquisition, conversion rates, and donor lifetime value.
• Establish a culture of measurement and experimentation across membership marketing.

2. Lifecycle Marketing & Member Journey Design
• Work closely with the Fractional Chief Marketing Officer on the creation of a modern, personalized member journey that reflects WQED's evolving brand and mission.
• Build and optimize automated communications supporting high-opportunity moments in the member journey, e.g., new donor welcome, member activation, renewal and retention, etc.
• Ensure communications feel relevant, human, and aligned with WQED's brand voice.
• Develop audience segmentation strategies.
• Help WQED build stronger ownership of its audience relationships and first-party data capabilities.
• Create experiences that strengthen connection and loyalty, not just transactions.
• Use insights to improve both member experience and organizational revenue.

3. Donation Experience & Conversion Optimization
• Own the digital donor experience across web and mobile properties.
• Evaluate and improve donation pathways from first click through completed gift.
• Identify opportunities to modernize key touchpoints across platforms including donation forms and landing pages.
• Work collaboratively with development and technology partners to create a best-in-class donor experience.
• Lead ongoing A/B testing to improve conversion rates and average gift values.
• Make recommendations for (and potentially conduct painted door tests of) membership benefits that would help increase conversion.

4. WQED+ Activation & Digital Membership Value
• Own the marketing strategy for member activation and engagement within WQED+.
• Optimize onboarding, adoption, and ongoing usage among members.
• Develop campaigns that help supporters discover and use the benefits available through membership.
• Monitor activation funnels and identify opportunities to improve key performance indicators, e.g., downloads, account creation, streaming engagement, and repeat usage.
• Partner with production and marketing teams to increase the percentage of eligible members actively using WQED+.

You'll Thrive If You...
• Think like a growth marketer and relationship builder.
• Love using data to understand people and improve experiences.
• Are equally comfortable discussing conversion rates, donor journeys, and brand storytelling.
• Believe great marketing serves the audience first.
• Enjoy building systems and processes from the ground up.
• Are happy to be a collaborative individual contributor.
• Can balance strategy with hands-on execution.
• Are naturally curious and continuously looking for ways to improve performance.
• Care deeply about community, public media, and mission-driven organizations.

Why This Role Matters

Individual giving is WQED's largest and most important source of long-term financial sustainability. Public media organizations across the country face the challenge of growing membership while audience behavior rapidly shifts from broadcast to digital platforms.

This role will help ensure WQED not only adapts to those changes but thrives because of them.

You'll help more people discover WQED, deepen their engagement, unlock the value of membership, and build lasting relationships that support trusted local storytelling, lifelong learning, and stronger communities throughout our region. WQED's future depends on turning audience attention into meaningful participation-and this role will be central to making that happen.

When submitting your application, please answer the following question:

Describe a digital marketing campaign, customer journey, or growth initiative that you're particularly proud of. What problem were you trying to solve, what did you do, and what impact did it have?